Strategist

Strategist TV

1st July, 2008

This month Strategist asks: How can brands re-invent themselves for the 21st-century?

Brands are hugely important to every business. With no brand, you're just selling on price to customers who might disappear at any moment. With the right brand, you can sell at a premium, to loyal customers.

In a world where consumers don't trust big corporations, where they don't pay attention to advertisers, and where reputations can be trashed in an instant by bloggers, the way you build and promote brands is changing all the time.

You have to update your values. You need to use social networks. And you have to find new ways to get your message through to people.

Matthew Lynn discusses how can brands re-invent themselves with his guests Alan Flack, Strategic Brand Manager at IBM, Clint Witchalls, a senior editor at the Economist Intelligence Unit and Janice Warman, the deputy editor of Spectator Business.

Born-again brands

1st July, 2008

Clint Witchalls looks at what brand managers have to do to keep their products in tune with the zeitgeist

Case Study 1: Magners Cider

1st July, 2008

‘Magners has redefined a sector,’ says Rune Gustafson, UK chief executive of branding consultancy Interbrand, on the cider that in just a few years has taken the British drinks market by storm.

Case Study 2: Audi

1st July, 2008

‘In 2007, Audi increased its brand value by 17 per cent,’ says Rune Gustafson of Interbrand.

Banking on a dollar rally

1st July, 2008

The stakes could not be higher in the deadly combat between soaring oil prices and the greenback

Terror, flood, fire, disease: how to plan for the worst

3rd June, 2008

The 21st century is proving to be a risky time to do business. What are the greatest dangers and how can firms prepare for them? asks Scott Payton

Waiting for the ‘Receiver Special’

3rd June, 2008

Bill Jamieson says patterns of bank lending and business investment indicate that considerably worse news is still to come in the current economic downturn

Trouble at t’mill

3rd June, 2008

How will manufacturers fare against inflation and the credit crunch, and how can they defend themselves? Keep the banks at bay and steer clear of the housing sector, advises Peter Hoskin

Leadership in turbulent times

5th May, 2008

Carlos Ghosn, Mitt Romney, Stuart Rose: In troubled times, we need inspired leaders more than ever, suggests corporate turnaround specialist Anthony Holmes

Beware: the lending freeze is coming

5th May, 2008

Bill Jamieson says there are growing reports of bank facilities for companies being tightened or withdrawn

Pensions crisis is back on the boardroom agenda

5th May, 2008

Shrinking credit, regulation and longer lives are seriously eroding pension returns, warns Alex Brummer. Forget the Riviera – it’s Worthing that awaits